Retailers, Sustainability and the Power of Narratives
When we think about sustainability in food systems, we often focus on farmers or producers. However, after reading the different articles on food systems and food governance, I realized how much power retailers actually have in shaping what sustainability means for consumers. Supermarkets and large retail companies do not only sell products; they also influence production standards, consumer behavior, and even political discussions around food systems. Today, most major retailers define sustainability through concepts such as ethical sourcing, carbon reduction, traceability, recyclable packaging, and responsible supply chains. Labels such as “organic,” “fair trade,” or “sustainably sourced” have become common marketing tools. According to Fuchs and Kalfagianni, retailers use what they call “discursive power” to legitimize their role in food governance. In other words, they shape the narrative around sustainability and position themselves as key actors capable of solving environmen...